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论文编号：	7165
作者编号：	2220110751
上传时间：	2015/5/27 21:36:06
中文题目：	三环中化公司竞争战略研究
英文题目：	Research on the Competition Strategy of Three
指导老师：	赵伟
中文关键字：	大型化工企业；化肥产业；竞争战略
英文关键字：	Large Chemical Enterprises；Chemical Fertilizer Industry；
中文摘要：	中国是磷肥生产、消费大国，目前，已经形成高中低浓度并存、高浓度肥 料占主体的局面，产能的严重过剩与产量的不足，必将引发激烈的生存竞争， 最终将导致行业的重组洗牌，众多化肥生产企业面临生存与发展的双重难题。 企业的竞争战略决定企业的发展，在当今竞争日趋激烈的市场环境下，制定合 适的竞争战略对于企业的发展具有重要理论和现实意义。 本文对三环中化公司所处的外部环境和内部环境进行了SWOT 分析，分析结 果显示外部环境中国家对农业的支持以及土地流转会保证化肥的市场需求量， 技术突破和大型化工企业能保证竞争优势，但是国家对化肥行业的优惠政策减 少、原料价格增加以及近几年化肥产业的产能过剩都给三环中化带来了压力； 内部环境分析显示在过去的发展中，三环中化已经具备了领先的资产实力、优 良的技术基础、一定规模的稳定市场和高效的运营模式，但是在产品线和自有 品牌方面有所不足，并且由于公司的成立背景而在运营时会受到干预，降低运 营效率。在以上基础上，结合三环中化公司的实际情况，本文为三环中化制定 了总体目标、成本目标、产品目标。为了实现以上战略目标，结合前文的SWOT 分析，本文选择以迈克尔·波特的成本领先战略、差异化战略和目标集聚战略 为三环中化的战略总纲领，并制定了切实可行的具体竞争战略。成本领先战略 包括发挥装置富余产能、协调原料供应、控制各方面费用；差异化战略包括形 成全系列磷铵产品、开发新产品、形成自有品牌；目标集聚战略则是以64 优等 品磷酸二铵为主打产品。最后本文提出了竞争战略的保障措施。本论文进行的 系统研究，具有可操作性，有利于企业长期竞争目标的实现和企业的可持续发 展。
英文摘要：	China is phosphate fertilizer production, consumption power. At present, the Chinese fertilizer industry has formed a situation that high and low concentration fertilizer coexist, high concentration fertilizer occupies the main body. Overcapacity and production shortfalls will led to the fierce competition in the enterprise, and a restructuring of the industry eventually. Many chemical fertilizer production enterprises are facing the dual challenges of survival and development. The enterprise competition strategy determines the development of enterprises. Nowadays, in the more and more competitive market environment, the formulation of suitable competition strategy has important theoretical and practical significance for the development of enterprises. This thesis analyzes the external and internal environment of three circles-sinochem by SWOT theory analysis through the analysis of the SWOT of three circles-sinochem in the company's external environment and internal environment. And the external environment analysis results show that the support of the state on agriculture and land circulation can guarantee the market demands of fertilizer, and technological breakthrough and large chemical enterprise can guarantee competition strength, but the decrease of preferential policies of the state on fertilizer industry, the increase of raw material price and the overcapacity of fertilizer industry in recent years bring pressure for three circles-sinochem. The internal environment analysis results show that in the past development, three circles-sinochem has had leading assets strength, excellent technology foundation, a certain scale stable market and efficient operation mode, but it is inadequate in product line and own brand. And because of the enterprise’ establishment background, its operation will be interfered by the group company and decrease. On the basis of the above, this thesis develops the overall target, cost target and product target. And based on the above SWOT analysis, this thesis chooses Michael Porter’s overall cost leadership strategy, differentiation strategy and focus strategy as the general strategy platform　and develop practical to achieve the above strategy targets. Overall cost leadership includes playing device surplus capacity, coordinating the supply of raw materials, and controlling the costs of all aspects. Differentiation strategy includes forming the whole series ammonium phosphate products, developing new products and own brand. And focus strategy need to keep 64 premium grade DAP as the main products. At last, this thesis put forward the safeguard measures. The systematic research in this thesis is operative and facilitates the realization of the long-term competitive goal and sustainable development of three circles-sinochem.
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